Make it a Real Michigan Christmas Campaign to Continue

Published 4:48 PM ET Sun, 11 Nov 2012
PR Newswire

HOWELL, Mich., Oct. 11, 2012 /PRNewswire/ -- With Halloween just around the corner the countdown to Christmas will begin very soon and as sure as Santa, homes all over the state will be filled with various holiday traditions. But what many may not know is that Michigan Christmas tree and poinsettia growers are at a critical juncture in their businesses because of slowing declining sales. The Make it a Real Michigan Christmas campaign is aimed at educating consumers on the emotional, environmental and economic impacts that choosing to purchase live, Michigan-grown poinsettias and farm-fresh Christmas trees has across the state. The goal of the campaign is to rejuvenate sales and profitability by promoting the benefits of including real poinsettias and real Christmas trees in consumers' Christmas celebrations and the difference that these choices can truly make.

Three industry group partners; Michigan Christmas Tree Association, Michigan Floriculture Growers Council and Michigan Floral Association, in cooperation with Michigan State University Department of Horticulture have received notification that their USDA Specialty Crop Block Grant for $75,000 has been funded for a second year. The funding supports the Make it a Real Michigan Christmas project, meant to encourage the purchase of live Michigan-grown poinsettias and real Michigan-grown Christmas trees.

The project will educate consumers using the key message that buying real products helps preserve or build Christmas traditions while being an economically, emotionally, and ecologically beneficial choice. The goal of the campaign is to increase consumer awareness regarding the role Michigan plays in the production of trees and poinsettias, the negative environmental implications of buying artificial trees and poinsettias, the emotional benefits of real flowers and plants in the home, as well as the economic contribution these two iconic symbols of Christmas made in Michigan.

New this year, the Make it a Real Michigan Christmas campaign is partnering with the Detroit Lions to bring Ford Field visitors the sights and smells of a Michigan-grown Christmas Tree, along with fresh, Michigan-grown poinsettia plants to the 132 Detroit Lions suite holders.

In addition, the grant will fund a multi-dimensional campaign including a consumer website, public and media relations, public service announcements, point-of-purchase materials (banners, bench cards and stickers) for participating growers and retailers. All campaign components are designed to educate the consumer about the benefits of real trees and plants and remind consumers to purchase fresh Michigan-grown Christmas trees and poinsettias.